S5E5 - Building Experimentation Programs from Scratch with Emiliano Blanco

In this episode of Experiment Nation, host Jason Gossit sits down with Ameliano Blanca, a senior growth and product leader with 10+ years of experience driving revenue through data-driven experimentation.

They dive deep into:

How to build experimentation programs from the ground up

The balance between qualitative and quantitative insights

Experimentation in startups vs. mature organizations

CRO frameworks and the power of iteration

How to avoid "random testing mode" and adopt structured frameworks

If you’re a growth, product, or CRO professional, this episode is packed with actionable insights to help you scale experimentation programs, improve conversion rates, and create sustainable growth strategies.

👉 Get our new book: Prove It or Lose It – The (Mostly) No-Nonsense Guide to Surviving Experimentation Program Drama at experimentnation.com
and all major bookstores.

📌 Chapters:

0:00 – Why tests should be rerun after 12 months
0:19 – Welcome & introduction with Jason Gossit
0:35 – Meet Ameliano Blanca: growth & product leader
1:32 – First steps in building experimentation programs
2:42 – Measuring conversion funnels & revenue impact
3:46 – Tools for gathering quantitative & qualitative insights
5:05 – Heatmaps, surveys, and finding hidden gems
6:00 – Drafting test ideas & prioritization
7:19 – Using and adjusting the ICE framework
9:50 – The “three strikes” rule for failed experiments
11:16 – Experimentation in startups vs. mature companies
13:00 – Why rerunning startup tests is critical
14:57 – When to pause or rerun losing experiments
15:29 – Complementing quantitative data with customer interviews
17:16 – Running experiments at scale in larger organizations
18:18 – Balancing speed vs. rigor in CRO testing
20:04 – Defaulting experiments & tracking long-term results
20:11 – CRO frameworks and the power of iteration
22:26 – Why iteration is underrated in experimentation
23:44 – Adapting frameworks to your company & industry
25:18 – Advice for teams stuck in random testing mode
27:39 – How CRO perspectives have evolved over 10 years
28:39 – Growth, insights, and the rise of experimentation in strategy
30:38 – Real-world example: financing simulator boosts conversions